In an online survey, 656 Spanish speakers from 21 countries were asked to select between the long and short diminutive forms of 100 base words (e.g. novio > novito, noviecito). The influence of the base word, the base word’s frequency, and the country of origin, gender, age, and educational level of the speakers were assessed. The most salient finding is that words have different diminutive forms depending on the country the speaker is from. However, a great deal of variation exists within each country, and few participants prefer the same diminutive form for all base words with a similar structure. Moreover, the influence of age, gender, and educational level is also apparent for certain classes of words. Country-specific analyses of the data from Spain and Mexico were also performed which confirms the influence of social factors on diminutivization.